Bayou

Developing a social strategy for a Louisianan rum new to the UK market.

THE INSIGHT

The laid-back Louisianan culture offers multiple opportunities for engagement. It’s particularly relevant to those in their 20s and 30s seeking new taste experiences.

THE APPROACH

We explored lesser-known Deep South cultural traditions and taste combinations, positioning Bayou as the perfect rum for those with a sense of adventure.

THE OUTPUT

An integrated social and trade support strategy capitalising on the brand’s unique heritage.

THE RESULTS

Multiple listings, including the brand’s first off-trade listing – at Asda.